First we got radio stations involved as our allies. Once we got that, we created dozens of faked phone calls daily. In all of them, men were calling the radio to dedicate a romantic song to its better companion and true love: Brahma beer.Since we had everything arranged with the radio stations, the love songs that followed all February calls were specifically chosen, considering their titles and lyrics.

Brand awareness was huge, and during weekends (when the action took place) Brahma beer doubled the amount of bottles sold by its main competitor.

Word of mouth was awesome too, but hard to translate into a piece of paper.The thing is, once the link between the brand and the red colour on people’s eyelids is established, whenever our target closed their eyes they would be seeing our brand for the entire summer.Thousands of people ended with the brand “tattooed” on their eyelids, with a budget as low as $1,000.